{"id":21344,"date":"2021-06-16T04:05:51","date_gmt":"2021-06-16T08:05:51","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=21344"},"modified":"2024-01-17T10:43:42","modified_gmt":"2024-01-17T14:43:42","slug":"how-many-quotes-in-press-releases","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2021\/06\/how-many-quotes-in-press-releases\/","title":{"rendered":"How many quotes in press releases?"},"content":{"rendered":"<h2>Put a quota on quotes<\/h2>\n<p>You\u2019ve read the kvetching about overdoing corporate quotes:<\/p>\n<figure id=\"attachment_26947\" aria-describedby=\"caption-attachment-26947\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"26947\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/06\/how-many-quotes-in-press-releases\/how-many-quotes-in-press-releases\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/how-many-quotes-in-press-releases.png\" data-orig-size=\"360,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"how-many-quotes-in-press-releases\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Don\u2019t quote every VP&lt;\/strong&gt; As anyone who\u2019s ever interviewed an engineer knows, the words that spew out of people\u2019s mouths aren\u2019t necessarily intriguing. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/hands-hold-white-bubble-quote-chat-450924991&quot;&gt;&lt;em&gt;Image by I&#8217;m friday&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/how-many-quotes-in-press-releases-300x250.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/how-many-quotes-in-press-releases.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/how-many-quotes-in-press-releases.png\" alt=\"How many quotes in press releases?\" title=\"How many quotes in press releases?\" width=\"360\" height=\"300\" class=\"size-full wp-image-26947 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/how-many-quotes-in-press-releases.png 360w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/how-many-quotes-in-press-releases-300x250.png 300w\" data-sizes=\"(max-width: 360px) 100vw, 360px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 360px; --smush-placeholder-aspect-ratio: 360\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"26947\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/06\/how-many-quotes-in-press-releases\/how-many-quotes-in-press-releases\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/how-many-quotes-in-press-releases.png\" data-orig-size=\"360,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"how-many-quotes-in-press-releases\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Don\u2019t quote every VP&lt;\/strong&gt; As anyone who\u2019s ever interviewed an engineer knows, the words that spew out of people\u2019s mouths aren\u2019t necessarily intriguing. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/hands-hold-white-bubble-quote-chat-450924991&quot;&gt;&lt;em&gt;Image by I&#8217;m friday&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/how-many-quotes-in-press-releases-300x250.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/how-many-quotes-in-press-releases.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/how-many-quotes-in-press-releases.png\" alt=\"How many quotes in press releases?\" title=\"How many quotes in press releases?\" width=\"360\" height=\"300\" class=\"size-full wp-image-26947\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/how-many-quotes-in-press-releases.png 360w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/how-many-quotes-in-press-releases-300x250.png 300w\" sizes=\"(max-width: 360px) 100vw, 360px\" \/><\/noscript><figcaption id=\"caption-attachment-26947\" class=\"wp-caption-text\"><strong>Don\u2019t quote every VP<\/strong> As anyone who\u2019s ever interviewed an engineer knows, the words that spew out of people\u2019s mouths aren\u2019t necessarily intriguing. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/hands-hold-white-bubble-quote-chat-450924991\"><em>Image by I&#8217;m friday<\/em><\/a><\/figcaption><\/figure>\n<h5>\u201cSprinkling quotes is one thing. Hosing them on is another.\u201d<\/h5>\n<h6>\u2014 John B. Campbell, former senior editor of <em>Business Week<\/em><\/h6>\n<h5>\u201cI think of quotes as spices. Spices in themselves have no nutritional value. They make nutritious things taste better but, like spices, quotes should be used sparingly.\u201d<\/h5>\n<h6>\u2014 Isabel Wilkerson, Pulitzer Prize-winning reporter at <em>The Washington Post<\/em><\/h6>\n<h5>\u201cToo many good ideas are buried in Dilbert-esque releases because \u2026 every corporate executive gets quoted.\u201d<\/h5>\n<h6>\u2014 Alison Harris, publisher, <em>Call Center News<\/em><\/h6>\n<p>You know that <strong>quotes slow web visitors down<\/strong>.<a href=\"#_ftn1\" name=\"_ftnref1\"><sup>[1]<\/sup><\/a> You\u2019ve read that <a href=\"https:\/\/www.wyliecomm.com\/2021\/06\/why-ceo-press-release-quotes-suck\/\"><strong>journalists ranked quotes last<\/strong><\/a> \u2014 dead last, after even the dateline and the boilerplate \u2014 on the list of important elements in a press release, in a 2014 study by Greentarget. You know in your heart that <strong>your executive quotes are horrible<\/strong>.<\/p>\n<p>So why do we keep running so many quotes?<\/p>\n<h3>Why avoid overquoting?<\/h3>\n<p>Writers have heard the benefits of quoting so often, sometimes we believe that quotes are, in themselves, captivating.<\/p>\n<p>Quotes can add credibility to your copy. They can also even make it more colloquial and interesting.\u00a0 But as anyone who\u2019s ever interviewed an engineer knows, the words that spew out of people\u2019s mouths aren\u2019t necessarily intriguing.<\/p>\n<p>Because we\u2019ve been taught to like quotes, writers tend to overquote. But overquoters:<\/p>\n<p><strong>1. Are less picky about choosing quotes<\/strong>. Overquoters use everything \u2014 the dull quotes as well as the crisp, compelling ones. That drags the story down. As Jim Ylisela Jr., president and co-owner of Duff Media Partners, counsels:<\/p>\n<h5 class=\"standalone\">\u201cControl the blather.\u201d<\/h5>\n<p><strong>2. Create a dull rhythm<\/strong>. Talking heads in business communications are as boring as they are on the nightly news. Think how much duller CNN would be if Anderson Cooper just sat at his desk yapping about hurricanes. Like TV news producers, writers need to break up quotes with compelling images and stories.<\/p>\n<p>As Jack Hart, managing editor of <em>The Oregonian<\/em>, writes in <em>A Writer\u2019s Coach<\/em>:<\/p>\n<h5 class=\"standalone\">\u201cNothing dulls up a piece of writing like a stream of boring quotations.\u201d<\/h5>\n<p><strong>3. Mask the great quotes<\/strong>. Too many dull quotes hide the brilliant gems. Too much of a good thing is almost always a bad thing. Don\u2019t overquote.<\/p>\n<p>How can you avoid overquoting?<\/p>\n<h3>1. Put a quota on quotes.<\/h3>\n<p>To avoid overquoting:<\/p>\n<ul>\n<li><strong>Limit quotes to 12% of total word count<\/strong>. That\u2019s the amount of space <em>The New York Times <\/em>devotes, on average, to quotes. How do we know? We analyzed the quotes in all of the stories, except sports coverage, in a single edition of the paper.<\/li>\n<li><strong>Follow the one-in-three rule.<\/strong> That is, use no more than one quote every three paragraphs. Better: Use even fewer.<\/li>\n<li><strong>Don\u2019t be afraid to use no quotes. <\/strong>Some 18% of <em>The New York Times<\/em> stories we reviewed had no quotes.<\/li>\n<\/ul>\n<h3>2. Paraphrase more often.<\/h3>\n<p>In most cases, writers are better at crafting phrases than subject matter experts. So why put all of that original source material, word for word, between quotation marks? Instead or running the original passage verbatim, why not paraphrase and summarize?<\/p>\n<p>That means that in most cases, we should paraphrase the SME.<\/p>\n<p>So never use quotes to just to move facts. That\u2019s what this passage does:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\u201cAccording to the National Fire Protection Association, more than 30,000 house fires per year are associated with electrical equipment,\u201d said Somebody at Some Company. \u201cChristmas tree fires alone cause an average of 14 deaths and 40 injuries each year.<\/p>\n<p>\u201cBy following a few simple safety guidelines, you can avoid electrical fires and keep their holidays happy.\u201d<\/p><\/div>\n<p>Why quote a subject matter expert quoting a third party to communicate these facts? And then, why quote her some more to make the transition into the tips?<\/p>\n<p>In this case, I\u2019d paraphrase the whole quote and write something more provocative for the subject matter expert to say:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Electrical equipment causes more than 30,000 house fires a year, according to the National Fire Protection Association. Fires from Christmas tree lights alone cause an average of 14 deaths and 40 injuries yearly.<\/p>\n<p>\u201cChristmas is no time to see your family\u2019s dreams go up in flames,\u201d says Somebody at Some Company.<\/p>\n<p>Here are three ways to avoid electrical fires and keep your holidays happy:<\/p><\/div>\n<p>So when should you quote? Quote when:<\/p>\n<ul>\n<li><strong>Someone important says something important<\/strong>.<\/li>\n<li><strong>Someone says something unique<\/strong> or uniquely.<\/li>\n<li><strong>You need to<\/strong>:\n<ul>\n<li><strong>Support a new or controversial point<\/strong> that you as the writer don\u2019t have the authority to present credibly<\/li>\n<li><strong>Communicate opinion, emotion<\/strong> and other things the \u201creporter\u201d can\u2019t say<\/li>\n<li><strong>Give your copy a human voice<\/strong><\/li>\n<li><strong>Change the pace<\/strong> of the piece<\/li>\n<li><strong>Add creativity and color<\/strong> to your copy<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h5 class=\"standalone\">Otherwise, paraphrase.<\/h5>\n<h3>3. Curate quotes.<\/h3>\n<p>One way to keep your quotes short is to carve out the fascinating bits and paraphrase the bad sentence structure, writing centered on the writer, and the rest. Here\u2019s how <em>The New York Times<\/em> does it:<\/p>\n<h5>Mrs. Cosby, who has been married to Mr. Cosby since 1964, said in a statement that the man portrayed in recent accounts is not the \u201cwonderful husband\u201d whom she still loves.<\/h5>\n<h6>\u2014 \u201cWife of Bill Cosby Places Fault With News Media\u201d<\/h6>\n<h5>\u00a0Tony Isidore of the advertising agency Young &amp; Rubicam persuaded the mayor to admit publicly that he had made mistakes performing the \u201csecond toughest job in America.\u201d<\/h5>\n<h6>\u2014 \u201cDavid Garth, 84, Dies; Consultant Was an Innovator of Political TV Ads\u201d<\/h6>\n<h5>In March 2011, Mr. Ruqai sought permission to return to Libya with others, referring to the Libyan uprising against Muammar el-Qaddafi and saying they must \u201cmove out sooner rather than later\u201d to avoid becoming prisoners of war.<\/h5>\n<h6>\u2014 \u201cU.S. Seeks to Use Letters Found in Bin Laden Raid in Terrorism Trail\u201d<\/h6>\n<h3>4. Leave quotes out.<\/h3>\n<p>Chris Smith, the brilliant copyediting guru at Entergy Corp., offers this technique for reducing the number of quotes in your copy:<\/p>\n<h5 class=\"standalone\">\u201cOne way to decide whether to include a quote is to temporarily delete it and read the revised piece. Then ask, will a reader learn more if I restore the quote? No? Then leave it out, or find a better one.\u201d<\/h5>\n<p>Sometimes a string of quotes can be effective. (Think \u201cMy Dinner with Andre.\u201c) But usually, it isn\u2019t. Remember, it\u2019s hard to maintain a line of thought or a narrative flow if you\u2019re constantly trying to squeeze in one more quote.<\/p>\n<p>Jacqui Banaszynski, Pulitzer Prize winner and Knight Chair at the school of journalism at University of Missouri, suggests moving quotes from a web story into a \u201cquote rail,\u201d or sidebar, to get them out of the way.<\/p>\n<p>A PR pro tells her executives: \u201cWe\u2019re leaving out the quotes so you can get the comments started.\u201d<\/p>\n<p>Hey: Whatever it takes.<\/p>\n<p>And remember: 18% of <em>New York Times <\/em>stories have no quotes.<br \/>\n_____<\/p>\n<p><a href=\"#_ftnref1\" name=\"_ftn1\"><sup>[1]<\/sup><\/a> Jacqui Banaszynski, \u201cNewswriting for the Web: Words That Work Online on Deadline,\u201d A Poynter NewsU Webinar, Nov. 18, 2009<\/p>\n<div id='MMC-PR-Quotes' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-85\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Press Release Quotes-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/press-release-quotes\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/quote-writing-training-mmc.png\" alt=\"Press Release Quotes-writing workshop, a mini master class\" title=\"Press Release Quotes-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/quote-writing-training-mmc.png\" alt=\"Press Release Quotes-writing workshop, a mini master class\" title=\"Press Release Quotes-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>Boost PR coverage with killer bites<\/h3>\r\n\t\r\n<p>25% of reporters rank quotes as the least important element in a press release \u2014 after the boilerplate and dateline (Greentarget).<\/p>\r\n\t\r\n<p>How can you turn lame-ass, unimportant quotes into scintillating sound bites that reporters actually appreciate and use?<\/p>\r\n\t\r\n<p>Learn how to write killer sound bites for your releases and other messages at our <a title=\"Press Release Quotes-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/press-release-quotes\/\" target=\"\" rel=\"noopener\"><strong>executive quotes-writing workshop<\/strong><\/a>.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/press-release-quotes\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/press-release-quotes\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" 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quotes<\/p>\n","protected":false},"author":6,"featured_media":26947,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[183],"tags":[529,528,188],"class_list":{"0":"post-21344","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-quotations","8":"tag-overquoters","9":"tag-paraphrase","10":"tag-quotes","11":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How many quotes in press releases?<\/title>\n<meta name=\"description\" content=\"Don\u2019t quote every VP: As 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